"Our focus was to complete the film first. However, the first poster that was released, has generated so much hype that the theatrical rights for India were soon sold off for a price not exactly anticipated earlier," says a trade source.

Hate Story's director Vivek Agnihotri is thrilled with the response to film's poster and the consecutive deal.

"Within eight to 10 hours, we got 22 lakh views on one site alone. Besides, it has generated a lot of curiosity in the interiors and small towns too," he enthuses, adding that producer Bhatt had faith in the concept.

"Vikram has written the script. And even while discussing the poster, he came up with this idea." Agnihotri concedes that he had not anticipated such a kind of response. "This kind of a deal is like a certificate of approval for the product. So the responsibility to deliver is greater now."